As Denmark gears up for the holidays, a school in Roskilde has banned collectible cards tied to TV 2’s Christmas show after conflicts among students. Educators and parent groups now urge schools to set clear boundaries before similar disputes spread.
Holiday collectibles spark schoolyard trouble
The Christmas season is in full swing across Denmark, bringing lights, traditions, and the annual TV 2 family calendar *“Valdes Jul – Vintermiraklet.”* Along with it come collectible cards that shoppers can pick up when spending over 100 kroner in Salling Group’s stores. The cards have sparked excitement among young fans, but in some schools, that excitement has turned into tension.
Klostermarksskolen in Roskilde decided in early November that its youngest students must leave the cards at home. The move followed scenes last year where children pushed each other into trades and, in some cases, took cards from classmates’ bags. Teachers and administrators saw playtime disputes quickly turn into serious conflicts that took attention away from learning.
Unnecessary pressure on parents
School leaders noted another concern: parents feeling subtle pressure to spend money in the “right” stores to help their kids complete collections. To gather all 48 cards, families must spend at least 1,600 kroner, not counting the 40-kroner album. That is assuming every pack contains unique cards.
While some children simply enjoy trading, others see the cards as a mark of status. When a few students bring rare items from expensive stores, teachers say the difference divides pupils into groups. The head of Klostermarksskolen described the situation as inconsistent with public school goals of inclusion and equality.
The tension has reignited debate about commercial promotions targeting children. Parent associations argue that marketing campaigns around shows, toys, or digital platforms like Danish schools should come with clearer limits to protect classroom focus and families’ well-being.
More schools could follow suit
Klostermarksskolen is not alone. Søndre SFO in Køge also introduced card restrictions during last year’s TV 2 Christmas series *“Tinkas Juleeventyr.”* The school plans to reapply similar measures if card trading once again dominates student life.
Administrators there noticed that younger children often lost cards or were pressured into unfair swaps by older students. Supervisors found such situations hard to manage from a distance. The experience convinced them that organized rules, or a temporary ban, were necessary to keep peace in the playground.
National parents’ organization calls for action
The nationwide group “Skole og Forældre,” representing school boards and families across Denmark, supports local bans when needed. According to its president, the key issue is fairness. Not every family can afford shopping where cards are distributed, creating an imbalance in who can participate. When collectible cards become a marker of popularity, children without them risk being left out.
The organization encourages schools to frame clear guidelines rather than allow unrestricted trading. It warns that unregulated exchanges can lead to social hierarchies resembling “Lord of the Flies” dynamics, where children establish informal pecking orders around material possessions. Teachers then spend time settling disputes instead of focusing on learning activities.
Retailer and broadcaster defend the campaign
The Salling Group, Denmark’s largest retailer, says the promotion is meant to enhance the TV 2 Christmas experience, not cause stress. The company maintains that purchasing decisions rest entirely with the consumer and that it does not wish to interfere with how children trade cards. It has pledged to donate a significant sum to Julemærkehjemmene, homes supporting children facing social difficulties.
TV 2’s marketing department echoes that the collectible album is optional. The broadcaster says families can enjoy the holiday series fully even without the physical cards. At the same time, it recognizes schools’ right to impose rules when necessary to preserve calm learning environments.
Balancing fun and fairness
Across Denmark, educators are weighing how to balance the joys of seasonal traditions with the realities of modern marketing. Collectible items, digital gadgets, and branded schoolyard trends often blur the line between entertainment and commerce. Whether it is a debate over trading cards or the growing attention on phone restrictions in schools, the main issue remains the same: creating fair, inclusive spaces where children can play and learn without unnecessary pressure.
For now, Klostermarksskolen’s rule stands as a small but symbolic step toward that balance. Other schools are watching closely to see if following the same path can help keep their classrooms conflict-free this holiday season.
Sources and References
The Danish Dream: Danish schools could face new rules banning phones
TV2: Skole forbyder populære samlekort efter konflikter
